What Do You Need to Know About Google’s Big Rebrand?
Google is rebranding its line of advertising products, retiring mainstays like DoubleClick while streamlining a new suite of services for media buyers, publishers, and small businesses.
On June 27th Google announced their newest suite, the Google Marketing Platform. New products, new features.
There will now be three primary brands. Here’s a malfunction of what this rebrand means, and what terms to use so you sound good in front of your boss and clients:
Here’s a breakdown of what this rebrand means, and what terms to use so you sound smart in front of
your boss and clients:
– Apart from its logo and a new name, Google is implementing a few vital changes in its Ad framework. As AdWords becomes Google Ads starting July 24th, 2018.
– Google has decided to bring Google Analytics 360 Suite and DoubleClick advertiser products under a single brand called as Google Marketing Platform. This will thereby provide a solid floor to the Digital Marketing Experts to measure and optimize their advertisements and digital media experiences.
– Audience Centre, Campaign Manager, and DoubleClick Bid Manager will all merge together as a single unit named Display and Video 360. This will however still be a part of Google Marketing Platform and will provide a channel to manage media campaigns more proficiently.
DoubleClick Ad Exchange and DoubleClick for Publishers will amalgamate together as Google Ad Manager. It will provide an interface where programmatic Ad Content can be managed very easily.
Further to this, Google is also set to launch Smart Campaigns which will particularly target smaller businesses in general. This will inculcate machine learning into Google Ads in order to assist marketers in creating business campaigns with more ease and comfort.
As Google has acquired and developed new ad products, formats, and measurement solutions to meet new needs, its offerings have become more complex and numerous over the past two decades. That’s made it harder for advertisers, publishers, and agencies to identify and select the right Google products for their needs, the new branding under three buckets makes the starting point for marketers easier to figure out, and new solutions are aimed at helping marketers achieve better outcomes more easily.
Google executives said the rebranding was years in the making driven by advertiser demand for a more seamless, less confusing platform. The rebrand aims to streamline the ad offering by integrating products like DoubleClick for Publishers and Google Ad Exchange into one Google Ad Manager. But it also signals bigger mar-tech ambitions ahead. Google Ad Manager will help publishers monetize all the new places where people are engaging, such as live streams, connected TVs, Accelerated Mobile Pages
(AMP), mobile games and other apps, and platforms like YouTube and Apple News, Bellack explained.
Google is rebranding & reorganizing their lineup of advertising solutions to better align with their current capabilities and their vision of the future for their products, as well as the future of digital advertising.
The switch from AdWords to Ads isn’t the only thing getting an update.
Google’s also rebranding DoubleClick and Google Analytics 360 to live under the umbrella of “Google
Google Marketing Platform is constructed to be a one-stop shop for enterprise customers, helping them to plan, buy, measure, and optimize digital media buys in one place, instead of utilizing & integrating DoubleClick & Analytics 360 as they have done in the past.
The new branding and solutions are aimed at freeing up advertisers to focus more on improving outcomes and less on product selection to keep the momentum going for the next 20+ years.
If you’re an agency, don’t forget to update all your marketing materials and website to replace AdWords
with Google Ads.